Men’s premium bodywear brand Ron Dorff has announced a new investment of €4 million from Puma Private Equity. The UK’s Puma has injected the capital into the France-based brand to “support the aggressive growth strategy and further geographic expansion following highly encouraging sales, notably online in 2020, despite the Covid-19 crisis”.Puma is a “scale-up expert” for SMEs and Ron Dorff joins a portfolio of investments that include fellow apparel business Le Col.
The brand aligns “Swedish functionality with French style” and offers a range of items from sportswear to homeware, underwear, and swimwear.
It now has further cash to help accelerate its expansion into the US over the years ahead.
The company was founded by CEO Claus Lindorff and first launched online back in 2012. It opened its first store in Paris in 2013. It quickly expanded with two concessions in Parisian department stores, followed by a second store opening on the Left Bank in 2017. Expansion into London in 2016 and Berlin in 2019 “came as a response to strong customer appetite following sustained spikes in online and wholesale demand in Germany and the UK”.
It actually sells via wholesale to over 80 countries, and now has five own-brand stores (including two in London) and a network of more than 70 selected high-end wholesale partners globally.
Rupert West, Managing Director of Puma Private Equity, said of the investment: “Claus and his team have done a tremendous job in growing their business and positioning Ron Dorff for major international expansion. [It] is a very exciting brand with ambitious growth plans, and we are delighted to help them enter the next phase of their success.”